So Who Really Is Your Competition?
The answer to that is always–Never the most obvious. So let’s take the example of the kitchen designer. Having decided that another kitchen designer isn’t his competition, he now has to decide who is his real competition.
Is this for real? How can a car salesman be a kitchen designer’s competition? Let’s analyse this more carefully. A kitchen and a car are both fighting for the same thing– The householder’s limited budget.
The most obvious advantage is that you’re not losing any current customers. All your past advertising is bringing in the customers that are looking for kitchens anyway.
How Your Re-Positioning Can Help You Focus
We had a client who ran a laundromat. Her current customers were people who did not have washing machines. Obviously, her business went up and down based on the season and on her customers limited budget. We got her to refocus her marketing strategy on a new target– Customers who had washing machines.
These customers had the money, but no time. By deciding that her real competition was time she decided to target people who had limited time instead.
How The Laundromat Did A Full 180
This re-positioning did a couple of things for them. One, it helped them focus on their target audience. Consequently, they changed their name from just XYZ Laundromat to Bizzie Buggers.
What You Need To Do
Sit down and write who your immediate competition could be. Then write down what your business is really up against.
Here are some examples.
Computer Salesman= Filing Cabinet
Car Dealer= Expensive Restaurant Meals